Mother’s Day Round-up 2017: Top Five

This Sunday is Mother’s Day (in the US, Australia and New Zealand) and while there are no rules on how you should celebrate and thank the woman who gave birth to you, we can confirm that chocolates and flowers are a safe bet.

But for those adventurous enough to try something new – or for those who have exceptionally liberal mothers – perhaps you’ll be tempted by some of this year’s unconventional options.

We’ve gathered our five favourite campaigns from this year’s selection so cast your eye over what adland has to offer.

Pornhub: Mommy’s Special Glasses

If you’ve left buying your mum a present until the last minute, Pornhub and Officer & Gentleman have come up with a solution. Rather than give her a homemade present, waffle maker or magazine subscription, get her something she really wants… special glasses. Mommy’s Special Glasses - with an explanatory video from The Monday Project Co - provides her with Pornhub perks in VR – promising to “turn her favourite day of the year into the best night of her life,” according to the ad’s punchline. To order a free pair, visit the Mommy’s Special Glasses website so you can slip them into her card by Sunday.

HBO: Like A Mother

Mekanism is behind a new campaign for HBO in which mums of celebrities are asked to read out filthy lines from films starring their famous offspring. Featuring Sarah Jessica Parker, Pete Holmes, Issa Rae and other actors, the campaign concludes with the cheesy but true tagline, "There's only one line your mom wants to hear today” and we're guessing it's 'Happy Mother's Day.' Our personal favourite is “fuck your face, fuck your butt,” from Danny McBride’s mum, who looks rather sassy and amused as she delivers it.

American Greetings: Tattoo #GiveMeaning

Card-giving may be a dying art in this digital and tech-savvy era, but MullenLowe and PS260 assures us that a card can symbolise more than just stationary and scribbles. Helmed by The Mercadantes through Park Pictures, the spot sees a girl pay tribute to her mum in this Mother’s Day spot for American Greetings by getting a tattoo of something inspiring she’d written. And it acts as a reminder to write meaningful messages this Sunday through its #GiveMeaning hashtag.

Save The Children: Child Mothers Day

If cards aren’t your style, JWT New York has created a campaign to raise awareness of young mothers. Child Mothers Day urges you to spend the money you would spend on mum and donate it to Save The Children instead. The campaign supports girls who have been forced or sold into marriage and given birth while they are still children. The satirical website provides gifts for young mothers; ranging from ‘Sweeten Her Day’ chocolates, ‘Always in Bloom’ bouquet and ‘Mr Teddy Bearington’ soft toy. Mum will definitely understand if you give money to charity rather than splurge it on her.

Lotto: Mother’s Day

Want to keep it traditional and thank her for all her hard work this Mother’s Day? DDB New Zealand is behind this sweet spot, which reminds us of all the silent and often forgotten things that mum consistently does – like cleaning, cooking and crooning lullabies while you sleep. Director Dylan Pharazyn through The Sweet Shop celebrates the little things that count this Sunday.